Get woke, go broke? A case study on the use of social issues in advertising

Cardinal Scholar

Show simple item record

dc.contributor.advisor McDonald, Becky A. Gralak, Emily 2020-02-04T19:13:41Z 2020-02-04T19:13:41Z 2019-12-14
dc.description.abstract In January 2019, Gillette encountered a storm of controversy when they launched their publicity campaign for “The Best Men Can Be” with an online short film tackling issues of toxic masculinity and #metoo. In a market where an increasing number of consumers buy based on their ethics or beliefs, value-based marketing is becoming the norm for brands across all industries. There are varying reasons why companies may or may not involve social issues in their advertising: It’s hard to deny the responsibility of brands to use their platforms to influence the world for the better. Still, some consumers beg brands to keep politics out of advertising. Gillette’s short film release was a highly-calculated, business-oriented decision that reaped mainly positive outcomes despite receiving visible public backlash and boycott. en_US
dc.description.sponsorship Honors College
dc.subject.lcsh Journalism.
dc.title Get woke, go broke? A case study on the use of social issues in advertising en_US
dc.type Undergraduate senior honors theses Thesis (B.?) en_US

Files in this item

This item appears in the following Collection(s)

  • Undergraduate Honors Theses [5928]
    Honors theses submitted to the Honors College by Ball State University undergraduate students in partial fulfillment of degree requirements.

Show simple item record

Search Cardinal Scholar


My Account